Solar PPC management
Google Ads for solar companies, run in your own account.
We build and manage Google Search campaigns for residential solar installers. Buyer keywords only, leads to you alone, and every sale tracked back to the click.
Why search intent
They searched for solar. Nobody sold you their name.
2.3
Companies per SolarReviews lead, on average
Vendor's own claim
1
Company per lead from your own ads
Your form names only you
$0
Markup on clicks
Google bills your card directly
- A search is someone shopping today, not a list someone else built.
- You pay what Google charges for the click, not a vendor's price per lead.
- The account, the data and the page stay yours if you leave.
- You can see every search term that cost you money.
What the campaigns look like
Four keyword themes. A long list of searches we block.
Ad group
Near me
- solar panels near me
- solar companies near me
- solar installers near me
Ad group
Your cities
- solar installers [city]
- solar company [city]
- [city] solar quote
Ad group
Battery
- solar battery backup
- home battery installer
- solar with battery cost
Ad group
Lease and PPA
- solar lease
- solar PPA
- $0 down solar lease
Negative keywords
Searches that never see your ad
- diy
- kit
- jobs
- careers
- salary
- free
- government
- grant
- tax credit
- wholesale
- rv
- camping
The homeowner tax credit ended for systems installed after 2025. People still searching for it get blocked unless you sell leases or PPAs, where the financier still claims a credit.
Example keywords. The real list is built from your service area, your products and what Google shows for your zips.
Offline conversion tracking
Google learns from your signed deals, not just form fills.
- 1
Search
A homeowner types a buyer keyword.
- 2
Lead
They fill out your page. You get a text in seconds.
- 3
Sat
You tell us the appointment happened.
- 4
Signed
You tell us the contract got signed.
- 5
Google learns
We upload both back to Google as conversions.
Without this, Google optimizes for whoever fills out a form. With it, the bids move toward the keywords and zips that turn into appointments and contracts.
What leads cost
Industry estimates. Your market sets the real number.
Cost per click, solar keywords
$5 to $15
Webtonic, citing SurgePV
Cost per lead, Google Search
$80 to $400
Agency blogs disagree (Elevarus, Webtonic)
Cost per lead, competitive metros
$140 to $220
Elevarus, 2026
Cost per sat appointment
$230 to $370
Elevarus, 2026
Cost per lead, all home improvement
$90.92
WordStream 2025, not solar-only
How we report
Judged on appointments and deals.
Tracked
Cost per lead
Ad spend ÷ leads
Useful, but easy to game with junk.
Reported
Cost per sat appointment
Ad spend ÷ appointments that happened
The number we tune to first.
Reported
Cost per signed deal
Ad spend ÷ signed contracts
The number that pays your bills.
Sent by text. No logins, no 20-page PDF.
Side by side
Your own Google Ads vs buying leads.
| Your Google Ads | Bought leads | |
|---|---|---|
| Who gets the lead | Only you | Often 2 to 4 companies |
| Who owns the traffic | You | The vendor |
| Price per lead | What Google charges | Vendor price plus margin |
| If it stops working | You keep the account and data | You keep nothing |
Your Google Ads
- Who gets the lead
- Only you
- Who owns the traffic
- You
- Price per lead
- What Google charges
- If it stops working
- You keep the account and data
Bought leads
- Who gets the lead
- Often 2 to 4 companies
- Who owns the traffic
- The vendor
- Price per lead
- Vendor price plus margin
- If it stops working
- You keep nothing
FAQ
Questions
Why Google Search instead of buying leads?+
A search is a homeowner asking for solar right now, and the lead goes only to you. Vendor leads are often sold to more than one company. SolarReviews says its average lead goes to 2.3 buyers.
What keywords do you run?+
Buyer searches in the zip codes you serve: near-me searches, your city names, battery backup, and lease or PPA terms if you sell them. DIY, jobs, free and government searches are blocked.
Do you run Performance Max or Display?+
Not at launch. We start on Search, where intent is clear and spam is easier to control. We only test other campaign types once tracking shows real appointments.
What is offline conversion tracking?+
When a lead sits for an appointment or signs, that event goes back into your Google Ads account. Google then bids for more searches like the ones that turned into sales, not just form fills.
How do you report results?+
Cost per lead, cost per sat appointment and cost per signed deal, by text. We judge the campaigns on the last two.
Will you run Facebook ads too?+
We start with Google. Facebook can be added later once Search is working and tracked.
Sources
- SolarReviews: Solar leads program terms
- Webtonic: Solar Google Ads statistics (agency blog, cites SurgePV and Sprout Sage)
- Elevarus: Solar Google Ads lead generation (agency blog, cites Sprout Sage)
- Elevarus: Solar lead generation CPL in 2026, post-ITC (agency blog)
- Elevarus: Meta ads for solar lead generation (agency blog, cites Ryze AI)
- WordStream: 2025 Google Ads benchmarks (home and home improvement, not solar-only)
- IRS: FAQs on changes to section 25D under the One Big Beautiful Bill Act
- The Tax Adviser: Safe harbor rules for solar section 48E facilities (Feb 2026)
Free market check
See what solar searches cost where you install.
Five quick questions. We pull real keyword volume and click costs for your area and walk you through them on a call.
Built by the team behind FEXads, which runs ads in clients' own accounts for insurance agents.